Jewish Care Film PEARLS OF WISDOM by Green Afm

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PEARLS OF WISDOM

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Industry Public awareness
Media Film
Market United Kingdom
Agency Green Afm
Director Malcolm Green
Producer Simon Goodman
Account Supervisor Ariella Askar
Editor Ian Baigent, Ray Stevens
Production Showem Entertainment
Released November 2010

Credits & Description

Category: Public Awareness Messages
Advertiser: JEWISH CARE
Product/Service: AWARENESS CAMPAIGN
Agency: GREEN AFM
Production Company: SHOWEM ENTERTAINMENT, london, UNITED KINGDOM
Date of First Appearance: Nov 7 2010
Chief Creative Officer: Malcolm Green
Executive Creative Director: Malcolm Green
Copywriter: Malcolm Green
Account Supervisor: Ariella Askar
Producer: Simon Goodman
Director: Malcolm Green
Editor: Ian Baigent/Ray Stevens
Sound Design/Arrangement: Grand Central Studios
Post Production: The Mill (Online)/Moving Picture Company (Grade)
Cameraman: Daniel Trapp
Lighting: John Colley
Music: Michael Giacchino/'stuff We Did'/'married Life' Taken From Up! (Disney/Warner Chappell)
Cinematographer: Daniel Trapp
Other Credits: Production Manager: Charlotte Cinalli/Art Direction: Mark Connell/Film Processing: Ilab

English Description
‘Pearls of Wisdom’, a film made for the health and social care charity, Jewish Care, highlights the value of older people in today’s aging society. It challenges people to alter their perceptions of their elders by presenting them as wise, funny and worthy of their attention, giving them a voice in a world which seeks to take that voice away.

The campaign presents older people as the heroes, negating stereotypical views of them and encouraging engagement through the sharing of their wisdom, experience and understanding. It gives centre stage to this most valuable generation, who, thanks to the campaign, can once again take their place at head of the community’s table, informing and entertaining us with their experience and wisdom.

The film presents this generation as something to value, while creating something of real value too. Our elders gave us the benefit of their wisdom, a gift that we think deserves something in return: ‘Pearls of Jewish Wisdom deserve a little Jewish Care.’